Public Relations Capstone
Beschreibung
When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan .
- Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
- Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.
About this course: The capstone project will be a strategic plan. Students will be given a specific problem and will be asked to conduct a situation analysis based on research, which will then serve as the basis of the strategic plan outlining the objectives and specific communication strategies for addressing the problem. The project will test the knowledge of students in basic principles of public relations, public relations research, strategy and new media, asking students to come up with a strategic plan. The strategic plan will be the roadmap for a public relations campaign and will integrate the key concepts offered through the four courses.
Created by: National University …Frequently asked questions
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When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan .
- Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
- Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.
About this course: The capstone project will be a strategic plan. Students will be given a specific problem and will be asked to conduct a situation analysis based on research, which will then serve as the basis of the strategic plan outlining the objectives and specific communication strategies for addressing the problem. The project will test the knowledge of students in basic principles of public relations, public relations research, strategy and new media, asking students to come up with a strategic plan. The strategic plan will be the roadmap for a public relations campaign and will integrate the key concepts offered through the four courses.
Created by: National University of Singapore-
Taught by: Mohan Dutta, Professor, Head of Communications and New Media
Communications and New Media -
Taught by: Iccha Basnyat, Assistant Professor
Communications and New Media -
Taught by: Tracy Loh, Visiting Fellow
Department of Communications and New Media
每门课程都像是一本互动的教科书,具有预先录制的视频、测验和项目。
来自同学的帮助与其他成千上万的学生相联系,对想法进行辩论,讨论课程材料,并寻求帮助来掌握概念。
证书获得正式认证的作业,并与朋友、同事和雇主分享您的成功。
National University of Singapore A leading global university located in Asia, the National University of Singapore (NUS) is Singapore’s flagship university, and offers a global approach to education and research with a focus on Asian perspectives and expertise. Its transformative education includes a broad-based curriculum underscored by multi-disciplinary courses and cross-faculty enrichment.Syllabus
WEEK 1
Week 1 - Capstone Project Information & Assignment 1 Draft Submission
Here you will find the capstone project information as well as some resources to help you for your first assignment. The lecture videos with * before the title are from the courses you have completed before. You can watch them again if you need to review certain concepts. In this week, you will also be required to submit a draft for the first assignment.
21 videos, 2 readings expand
- Video: Capstone Project Introduction
- 阅读: Capstone Project Information
- 阅读: Campaign Plan Resources
- Video: Public Relations Process
- Video: * POSTAR (Positioning, Objectives, Strategy, Tactics, Administration, Result)
- Video: * RACE (Research, Action, Communication, Evaluation)
- Video: Role of Research
- Video: * Research Overview and Secondary Research
- Video: * Primary Research and Research Design
- Video: * Audience Part 1 - Audience Overview and Principle of Segmentation
- Video: * Audience Part 2 - Segmentation and Message Targeting
- Video: * Issue Management 1 - Proactive PR
- Video: * Issue Management 2 - Setting SMART Objectives
- Video: Situational Analysis
- Video: * Situational Analysis Part 1 - Overview
- Video: * Situational Analysis Part 2 - Using SWOT Analysis
- Video: * Organizational Analysis Part 1 - Internal Environment and Public Perception
- Video: * Organizational Analysis Part 2 - External Environment
- Video: * Analyzing the Public Part 1 - Identifying Your Publics
- Video: * Analyzing the Public Part 2 - Audience Segmentation
- Video: * Analyzing the Public Part 3 - Geographics and Psychographics
- Video: Problem Statement Summary
- Video: * Problem Statement
- 同学互评: Conducting a Situation Analysis Draft
WEEK 2
Week 2 - Assignment 1 Submission
This week you will need to submit your first graded assignment, Conducting a Situation Analysis. Please take note of the feedback you've received from your draft submission to improve your final submission.
Graded: Conducting a Situation Analysis
WEEK 3
Week 3 - Assignment 2 Draft Submissions Part 1
This week you will start working on your second assignment, Campaign Plan. There are some resources and videos here. The videos with * before the title are from the previous courses you have completed. You can watch them again if you need a reminder of certain concepts. For this week, you will be asked to submit a draft for the objectives and strategies components of your campaign plan.
14 videos, 1 reading expand
- 阅读: Campaign Plan Background Situation
- Video: Objectives and Strategies
- Video: * Objectives
- Video: * Campaign Objectives
- Video: * SMART Objective
- Video: * Strategy Overview
- Video: * Proactive Strategy
- Video: * Reactive Strategy
- Video: * Message Strategy Part 1 - Source
- Video: * Message Strategy Part 2 - Content
- Video: * Strategy Overview
- Video: * Content Strategy
- Video: * Source Strategy
- Video: * Appeal Strategy
- Video: * Channel Strategy
- 同学互评: Goals and Objectives
- 同学互评: Strategies
WEEK 4
Week 4 - Assignment 2 Draft Submissions Part 2
In this week, you will continue submitting drafts of your campaign plan. The components that you will need to submit are: tactics, budget, and evaluation. As these components are related, please take note of all the feedback you have received on your previous submission and use them to improve your plan.
28 videos expand
- Video: Connecting Strategies to Tactics
- Video: * Interpersonal Channels
- Video: * Organizational Channels and News Media Channel
- Video: * Advertising and Promotional Media Channels Part 1 - Paid For Media
- Video: * Advertising and Promotional Media Channels Part 2 - Media Plan
- Video: * Advertising and Promotional Media Channels Part 3 - Tactics and Strategy
- 同学互评: Tactics
- Video: Social Media
- Video: * Building Communities
- Video: * Utilising the Power of Social Networks
- Video: * Using Owned Media
- Video: * Using Advertising and Earned Media
- Video: * Types of Content Part 1 - Snackable Content vs. Full Meal Content, Curated Content vs. Created Content, Organic Content vs. Incentivized Content
- Video: * Types of Content Part 2 - Editorial Content vs. Commercial Content
- Video: * Creating Viral Content Part 1 - Social Currency, Triggers, Emotion
- Video: * Creating Viral Content Part 2 - Public, Practical Value, Stories
- Video: Budget and Evaluation
- Video: * Evaluation Research Introduction
- Video: * PR Metrics Part 1 - Output, Outtake, Outcome
- Video: * PR Metrics Part 2 - Outtake and Outcome in Relation to the 3 Levels of Objectives
- Video: * Evaluation Myths and Tips
- Video: * PR Campaigns Evaluation Overview
- Video: * Quantitative Methods for Evaluation Part 1 - Randomized Controlled Framework
- Video: * Quantitative Methods for Evaluation Part 2 - Pre-Post Design
- Video: * Evaluation in New Media
- Video: * Qualitative Evaluation
- Video: * Measuring Social Media Part 1 - Different Types of Measurements
- Video: * Measuring Social Media Part 2 - Evaluation Metrics
- Video: * Social Listening
- 同学互评: Budget
- 同学互评: Evaluation
WEEK 5
Week 5 - Assignment 2 Submission
This week you will be submitting your final assignment, Public Relations Campaign Plan. Please use all the feedback you have received from your draft submissions for this assignment. Good luck!
2 videos, 1 reading expand
- Video: Key Pointers
- Video: Capstone Wrap Up
- 阅读: Capstone Survey
Graded: Public Relations Campaign Plan
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